The Tech Stack
Six layers of infrastructure sit under all our client work, each built or chosen to solve one data problem we hit at five to six figures in daily spend. None of it comes from a licensed third-party agency toolkit.
Google and Meta record a conversion the moment a visitor submits a form. Algorithms trained on that signal get skilled at finding people who submit forms. Every layer here exists to replace that signal with a more accurate one: actual revenue events tied to the originating ad click.
The tracking infrastructure makes revenue data clean, complete, and usable across every platform the campaigns run on. Campaigns learn to find customers who pay, and cost per acquisition falls as that signal accumulates.
The AI follow-up system captures customers who reach a buying decision days or weeks after first contact, and attributes the sale to the correct campaign. Every layer serves one goal: more customers at a lower cost, with every dollar accountable to a closed transaction.
Six layers, one system. Tracking and attribution, Google Ads management, Meta Ads management, ad creative, landing page optimization, and AI follow-up, each feeding the next.
Each layer both sends and receives data from the layers around it. Because every improvement in one layer improves the inputs available to the others, results compound the longer the system runs.
We use Hyros as the attribution backbone on every account, and hold Hyros Certified Agency status. Its fingerprinting captures cross-device journeys that cookies miss. A proprietary data layer ingests every CRM, payment processor, and ERP, then deduplicates and validates records before anything reaches a platform. A proprietary phone tracking system, Google-whitelisted for gclid capture from call extensions, matches every inbound call to the exact click.
We manage Google Search, Performance Max, Demand Gen, and Shopping alongside Microsoft Ads. Structure, keywords, and bidding are built around offline conversion data. TROAS targets are calibrated to actual transaction values, not estimated conversion values. The algorithm reallocates budget away from segments that produce form fills and toward segments producing verified revenue.
Revenue events pass to Meta via the Conversions API with the real transaction value attached. The server-side feed bypasses the data loss that hits browser pixels. Google and Meta receive the same clean signal from the same source at the same time, so ROAS stays consistent across platforms. Lookalikes are built from high-value Hyros lead records.
A creative variant advances because it produced more paying customers at a lower cost per acquisition, not because of click-through rate. Each variant is tagged at the UTM level and tracked through the full Hyros chain. When a lead from a variant closes, the revenue is appended to that creative’s record. Winning creative is documented and informs every next brief.
Conversion rate optimization is judged against downstream revenue: qualified leads, booked appointments, signed contracts, and collected payments. A variant that lifts form submissions but lowers paying customers fails the test. Each page variant carries a unique identifier that follows the lead to the closed sale in the CRM.
In long-cycle verticals, many customers close days or weeks after first contact. AI sequences across SMS, email, and voice nurture leads until they convert or opt out. Every lead that closes is written back to the Hyros record and attributed to the original click, so late-converting sales strengthen bidding rather than disappearing.
The data foundation is the layer every other layer runs on. It is built to survive the edge cases that break standard agency tracking.
A lead who submits a form, calls the same day, and closes 30 days later creates three events in three systems. The deduplication layer collapses them into one lead record tied to one originating click, so a single customer is never counted as three conversions.
Attribution windows up to 90 days on applicable accounts are supported natively through the offline conversion feed. Late-closing deals strengthen the campaign that generated them instead of dropping out of the performance record.
Revenue in the attribution system is reconciled against revenue in the client’s own books on a recurring basis all month, not just at reporting time. When figures diverge, an alert fires and the discrepancy is investigated before any bidding decision is made.
The system compounds because every layer improves the quality of inputs available to the rest. Here is the loop that connects the first click to the closed payment.
Every ad click creates a Hyros lead record with the full session history attached. That record is the common thread connecting every event, from first click to closed payment, across every layer.
As the lead moves through the sales process, each CRM stage change, call, and payment is appended to the original record. The data management layer deduplicates and validates the events before delivering them to the platforms as offline conversions.
Google and Meta receive the validated revenue events via their APIs. The algorithms update their model of which clicks, keywords, audiences, and creatives produce paying customers, then shift spend on the next cycle.
Creative and landing page variants are tagged at the UTM level and tied back to closed-sale data in Hyros. Test decisions are made on revenue per variant, using the same data that drives bidding.
Leads that convert through the follow-up sequence send a final revenue event back through the data layer to Hyros and both platforms. The originating campaign gets full credit at the correct transaction value, no matter how much time has passed.
The stack pairs third-party platforms, chosen for specific technical capabilities, with proprietary layers built to solve problems those platforms do not address. The proprietary parts are what an agency licensing the same tools cannot replicate.
Each layer feeds the others, so results compound as each one sharpens the inputs available to the rest. The difference between a stack that is complete and one that is missing a layer is stark.
Paid search and social optimize toward visitors who submit forms. Creative is judged on clicks. Landing pages are measured against lead counts. Leads that close through follow-up carry no attribution path, and the campaigns that generated them get no credit.
Higher-quality search traffic produces more revenue events per record, which sharpens creative testing. Better creative brings higher-intent prospects into follow-up. Those leads send more accurate data back through attribution, improving bidding on the next cycle.
We do not run campaigns for clients who are not ready to build the attribution infrastructure first. The accuracy of the campaigns depends on the accuracy of the data they run on, a standard in place since the agency was founded in 2018.
Three Google-published case studies from 2025 name Juan Colicchio and LGG Media as the agency partner on documented results. Every one of those accounts runs the stack described on this page. Read the Google-published case studies →
Next Step
We work with businesses spending $100,000 or more per month on paid advertising. If you want to see accurate attribution, campaign optimization, and AI-powered nurturing applied to your account specifically, request a discovery call.
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